Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

PROSPECTS

Cider/perry continued to profit from growing consumer demand for light and refreshing alcoholic drinks in 2017. With the ongoing influence of the health and wellness trend, Austrians increasingly opted to take in less alcohol on a daily basis.

Alcohol-free cider/perry to become increasingly popular

Cider/perry is expected to continue to profit from ongoing consumer focus on taking in less alcohol over the forecast period in order to lead healthier lifestyles. In addition to this, cider/perry is anticipated to profit from being an alcoholic drink that reflects modern and healthy lifestyles.

Domestic ingredients to play an important role in cider/perry

Cider/perry continued to profit from new product launches in 2016/2017. Amongst the most important new product launches was another brand of Brau-Union Österreich called Stibitzer Cider, introduced in April 2017.

COMPETITIVE LANDSCAPE

Overall category led by combined share of domestic producers and brands

In 2017 cider/perry featured a strong level of competition between big global players and brands and domestic manufacturers. Brau-Union Österreich led sales of cider/perry in 2017, being closely followed by Brandzup VertriebsgmbH (brand Somersby).

Potential reinvention of cider/perry sold by small farmers in Austria

Over the forecast period, an increasing number of farmers in Austria might realise the potential of cider/perry and thus opt to invest in making their brands more mainstream and distributing them through leading retailers’ stores. At the moment, these small farmers produce cider/perry for their own needs but are also allowed to sell a certain amount and thus profit from it.

Organic and vegan products are expected to see increased demand beyond 2017

In addition to using domestic apples and pears, producers of cider/perry are expected to increasingly exploit the possibility of using organic fruits in the production process in order to attract the especially health-conscious consumers. Organic products are not only popular in Austria but also perceived as having higher quality compared to conventional products.

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